Brand Management: Research, theory and practice

are in a constant state of flux as the process phenomena they are. Contextual
changes as well as changes in the relationship per sedetermine the stability and
durability of the brand–consumer relationship.
The way the brand relationship quality is constantly influenced by the brand
actions as well as the consumer actions reflects very well the basic idea of the
brand relationship theory: that of a dynamic and dyadic exchange between brand
and consumer. The BRQ construct conceptualizes the many and complicated
layers of the consumer–brand relationship, outlaying the meaning-based inter-
action, the six most important facets of an important relationship. These are the
most important aspects of the establishment of the relationship, but Fournier adds
the understanding of the frailty of any relation as she points towards all the actions

Accom-

modation

Biased

Partner

Perceptions

Devaluation

of

Alternatives

Attribution

Biases

Tolerance/

Forgiveness

Meaning Creation, Elaboration, and Reinforcement Processes

Brand

Behaviours

Consumer

Behaviours

Love/passion Brand Partner

Quality

Self-connection Intimacy

Commitment Interdependence

Brand Relationship Quality

Relationship Stability/Durability

Figure 8.4Preliminary model of brand relationship quality and its effects on rela-
tionship stability; from Fournier, ‘Consumers and their brands’, Journal of Consumer
Research, 24 (1998), © 1998 by Journal of Consumer Research Inc. All rights reserved.
0093–5301/98/2404–0001503.00. Reprinted by permission of the University of
Chicago Press

The relational approach 163